I am interested in the marketing side of things when it comes to music, musical releases and djs / artists.
Moreover, I’d like to try and focus the discussion on smaller, more “underground” things that don’t have unlimited amount of cash to spend on marketing and/or a team of marketing professionals.
In order to get some experience of all of this, i came up with a release, under names that nobody knows, so that I have a “starter” image at the market. These are the following things that I did so far:
- Prepared a promolist of e-mail addresses from successful, more established, less established DJs and Producers and online music webzines, magazines and influencers. This promolist has at the moment 75 unique e-mail addresses. I made a relatively professional looking press release to make the e-mail attractive.
So far, I have literally received 3 e-mails with: 1. “thanks” 2. “will check this out” 3. “big up”
From all the magazines and webzines that I contacted nobody replied, but I did get back notification that 1 magazine’s inbox is full (lol).
Return on investment = 0 (almost)
- I reached out to a PR advertising company, but unfortunately I found 400 pounds too expensive for the same thing that I did at #1 (and overall too much money for an experiment).
Return on investment = I found out how expensive PRing is (I mean come on, 400 pounds to spam promos to your contacts?!)
- I went on some websites where you can buy soundcloud plays. I didn’t buy any, but they do offer (in some situations) free plays, so I got like 200 free plays.
Return on investment = 0 (well 200 fake plays, fake or not, who cares?)
- I made a post on facebook and spent 7 euros to boost the post (aka paid ads). The ad is still running. On the first day it reach like 5000 people, got 42 likes which were for some weird reason all from African users. After the first day, I decided to scale down the audience to Europe only. Now facebook is showing me that the most spammed (with my post) country in Europe is Serbia, Macedonia, Montenegro (these countries have nothing to do with my music). Over the days, the likes haven’t increased at all, which hypothetically speaking means that Africans are more prone to like Sponsored ads than Europeans?!
Return on investment = 42 likes
- Posted a video with the song on youtube, got no views so I did the same thing as with soundcloud and got 1000 views for free. Since then the views increase like 1 or 2 views per day…
Return on investment = 0 (well 1000 fake views, fake or not, who cares?)
- Hacked this video into the irritating IGTV format and put it on instagram too. Surprisingly the video got about 30 likes from random people.
Return on investment = 30 likes
- I reached out personally on IG to DJs that I look up to and I asked for their e-mail address to see if I can send them the song. Surprisingly the biggest DJ out of all of them replied in like 5 minutes, the DJs (10 in total) that literally kiss his all the time ignored my messages.
Return on investment = 1 e-mail address
By “investment”, I mean the time that i’ve put into all of this. Just because this project is for me to find out marketing insights, it doesn’t mean that I didn’t take serious.
Now, I would like to put myself in other small labels’ shoes and see:
- How do they plan their marketing campaign?
- What tools / channels do they use?
- How do they get their music out there in an oversaturated market?
- How do they deal with the disappointment of all the efforts vs. benefits from these efforts?